Paid spend doubled. Enquiries rose 6%.

When acquisition spend rises far faster than total enquiries, the channel report is usually still reporting a healthy cost per lead, and it is measuring the wrong thing.

By Steve 5 min read
Abstract bridge artwork for Paid spend doubled. Enquiries rose 6%.

A business lifts paid search and paid social spend from £8,000 a month to £16,000. The channel dashboard holds steady: cost per enquiry barely moves, attributed leads roughly double, the campaign looks like it scaled cleanly. Then someone opens the total enquiry count for the business as a whole. It is up six per cent. Nothing in the reporting is wrong, exactly. The platform counted what it was asked to count. The question is why £8,000 of additional spend bought almost no additional demand, and the answer is nearly always…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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